Question

Always is a local restaurant that’s really famous in the Bekaa. It offers pizzas, burgers, salads, platters and sandwiches. Customers are offered a choice between dine-in experiences or take away services. Staff is really friendly, food preparation is highly systematic and the kitchen is well arranged and super clean. The business has been operating for almost 15 years and it has been really successful, even when it got surrounded by local and global competitors (Mcdo, KFC, and others). Customers rarely find an empty seat at peak lunch and dinner times. Mr. Moutran, Always’ owner, hired your team as business analysts. During the first meeting, he informed you that he was wishing to expand overseas, preferably in other Arab regions, but that he was open to any other suggestions. He made it clear that he had no experience abroad and that it was your duty to devise a plan covering every single detail of the expansion.

what are all the Brand and product decisions to be taken, concerning the packaging, labeling, global product strategy (important), the Product/Brand Matrix, naming, brand image and equity. i chose to open the place in Egypt.

Answer 1

Since the restaurant is being opened in Egypt the following factors must be considered before opening-
1. The food must be 100% Halal certified because Egypt has the majority of Muslims living in this country and they cannot afford to enter the market with food which is not Halal.
2. The product which are sold by the restaurant must be such that it must not have pork because Egypt is a Muslim majority country and pork is considered illegal to consume under the Islamic set of laws.
3. The packaging and labeling of the food products must be such that it can be easily carried away by the customers without affecting the taste of food.
4. In order to enhance the brand image this restaurant can use a celebrity who is famous in the Arab countries. The celebrity must be associated with any particular sports such as football, so that he has a good brand identity and can help this company promote their restaurant.
5. This restaurant before entering the the Egypt Marketplace should carefully consider the big players in the restaurant industry in this country and then it must carefully analyze and make their products suitable to the local needs of the customer.
6. The pricing strategy must be such that initially it could give a tough competition to the local restaurant players and later on once the brand image of this restaurant has been built it can increase their prices after having a base of loyal customers.

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